SKF Bearings: Market Orientation Through Services

Case Solution

Sandra Vandermerwe, Marika Taishoff
IMD ()

SKF, the world’s largest bearing manufacturer, decided in 1987 to significantly change its approach. Although the Swedish company remained number one in the field, its profitability and ROI have been nil since 1985. To remain an industry leader, the company had to offer its customers what they wanted, not just what the company produced. company. Goran Malm was hired to implement the change process at SKF.

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